Market-Based Management

Roger Best is an Emeritus Professor of Marketing at the University of Oregon. He earned a Bachelor of Science in Electrical Engineering from California State Polytechnic University and, following graduation, joined the General Electric Company, where he worked in engineering, product management, and marketing. While at GE, he received a patent and completed his M.B.A. at California State University, Hayward. He went on to obtain a Ph.D. in Business from the University of Oregon while continuing to work with GE in corporate consulting and marketing education. He taught at the University of Arizona from 1975 to 1980 and the University of Oregon until 2000.

Over the past 35 years, he has published more than 50 articles and won numerous teaching awards. He is the coauthor of Consumer Behavior (10th ed.). In 1998, he received the American Marketing Associations Distinguished Teaching in Marketing Award. In 1988, the Academy of Marketing Science voted an article on marketing productivity by Del Hawkins, Roger Best, and Charles Lillis as the Outstanding Article of the Year. Dr. Best developed the Marketing Excellence Survey, an assessment tool used to benchmark the marketing knowledge of marketing managers, and MarkPlan, a software program for building performance-driven marketing plans. Both of these products are now owned and operated by the Corporate Executive Board Company.

Dr. Best has also worked extensively with a variety of companies in marketing consulting and executive education. These companies include 3M, General Electric, Dow Chemical, Dow Corning, DuPont, Eastman Kodak, Hewlett-Packard, Lucas Industries, Tektronix, Textron, ESCO, Pacific Western Pipe, James Hardie Industries, and many others. He has also taught many executive management education programs at INSEAD, Fontainebleau, France.